The digital world has become a place where we meet the world and other human beings[1]
Social networks, which we are all users of, have become an important element and channel for companies running marketing and communications campaigns. These networks let the information we want to communicate travel fast — sometimes almost instantly — from different media and from devices that are now ubiquitous.
To send messages we have to understand our market clearly and make sure their impact is the one we intended. We cannot draw conclusions from social networks by hand: specialised tools for interpreting and exploiting them are indispensable.
Company leaders today have to start managing social networks with the kind of intelligence that allows them — through specialised, easy-to-use tools — to take efficient, high-impact action on the audiences that matter to them.
Managing social networks properly builds the ability to “read” the information they generate, and to process and interpret it for the company's benefit. The goal is to decide on the next actions and make those networks pay.
Reading the information on the networks is not easy, because most of it is unstructured data. It can look simple and direct while actually hiding insights that need advanced analytical processes to surface. Take sentiment and emotion analysis as an example: the volume of data generated, combined with how loosely it interrelates, only raises the difficulty of the diagnosis.
We also have to distinguish between the roles different actors take on within social networks — take influencers as an example. An article was published recently with a very suggestive title: “The golden age of the micro-influencer: why they are stealing market share from the traditional influencer”[2]. It highlights the arrival of new communicators called micro-influencers, who have become more efficient at carrying messages into certain small market segments because they are specialised. Brands today take a particular interest in this new kind of communicator, since the traditional influencer is losing ground with audiences through a lack of focus on specific segments and a superficial image tied to commercialisation. The micro-influencer is being seen as an adviser closer to their own community than the traditional influencer is.
As we can see, roles on social networks are not static, and that makes it even harder to analyse their performance against standard metrics. We can also infer that the number of followers is no longer a reliable, solid indicator for extrapolating audiences in influencer-managed advertising.
It is clear from all of this that advanced tools are needed to manage social networks properly — not only as a listening platform, but also for interpreting that data to the company's benefit.
IsocialCube is an AYNITECH start-up that addresses the new needs companies have for understanding their market, their customers and their competition better. It lets them listen to social networks in order to answer basic management questions and to run marketing and communications campaigns from within them.
IsocialCube uses artificial intelligence and advanced analytics technologies to listen precisely to the needs and requirements the market expresses through social networks.
IsocialCube makes it easier to run marketing and communications campaigns inside that same channel — with precise measurement of results — so that companies become more productive and more effective at reaching their objectives and their return on investment.
For more information visit www.isocialcube.com.
[1] From “La Digitalización y sus Valores”, Ángel Pérez Martínez, www.bbva.com. [2] From “La Edad de Oro del Microinfluencer: por qué están robando mercado al influencer tradicional”, www.puromarketing.com.
